Page 58 - Gulf Marketing Review

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TEE TIME

Yousuf Kazim, CEO, Jumeirah Golf Estates, on what it takes to market a world-class golf destination.

umeirah Golf Estates (JGE) will remain the Moreover, we have initiatives aimed at “The Earth Course was
Jhost venue of the European Tour’s DP World increasing the enjoyment and performance recognised as one of the
Tour Championship, Dubai, until 2020. What of those people who already play golf. World’s Top 100 courses by Golf
strategies went behind winning the bid for Additionally, driving greater golf tourism Digest magazine in 2016”
a world-class event like this? is one of the key goals we set ourselves
Jumeirah Golf Estates is actively involved in on our establishment and that’s why we
promoting golf, both locally and internationally. work as closely as possible with our key With a host of world-class facilities and
We at JGE, along with our stakeholders, are stakeholders and use a coordinated ap- amenities, JGE represents an appealing and
looking to further enhance our current and future proach to make Dubai’s experience the valuable proposition for local and international
offerings to cement the community’s position best in the world. investors and homeowners.
as a highly desirable destination for its club We are all working together to develop a It is a very exciting time for Dubai and JGE
members, residents and guests. golfing legacy that portrays Dubai’s commitment in the run-up to World Expo 2020. We are al-
Our Greg Norman-designed championship to excellence in everything it does. ready feeling the benefits of being located in
golf courses have been extremely popular with “New Dubai” and anticipate positive knock-on
golfers. In fact, the Earth Course was recognised Expo 2020 is roughly three years away. What effects as the Expo draws closer.
as one of the World’s Top 100 courses by Golf is your strategy for this event? Will you be For example, an estimated 277,000 jobs are
Digest magazine in 2016. hosting other tournaments apart from the due to be created, thus adding to market demand.
We are also engaged in several initiatives annual DP World Tour Championship?
that are designed to introduce golf to newcom- Our priority tournament is the DP World Tour Golf in Dubai, as per a report by Deloitte, has
ers, as we think it is important to encourage Championship and we are delighted to host grown into an industry worth $130 million per
the sport, which is a fantastic game for the it until 2020. year. What’s the recipe for UAE’s success as
whole family; we have a number of training In terms of real estate, investors and one of the best golfing destinations globally?
programmes at the European Tour Performance end-users alike are becoming increasingly We do everything possible to optimise per-
Institute (ETPI), which is one of only two in the discerning, with a focus on quality, access to formance and the pleasure of the game in a
world and the only one in the Middle East. amenities and a full lifestyle offering. stunning environment.

58 I GULF MARKETING REVIEW I DECEMBER 2017/FEBRUARY 2018